Marketing Research

The fall semester of 2009 I took a sociology class and we watched a video on marketing. In the video they talked to the pop company Sprite. In the early 1990's Sprite was struggling with selling their pop. Sprite decided that they needed to do "Marketing Research." Sprite chose to do "custom research" in the form of a "focus group." Sprite found out that there product was boring to teenagers and that teenagers were tired of "marketing strategies" which pushed teens to buy a product. Sprite responded with the ad you see at the top left. Sprite figured out that if they would tell the truth and not push their product too hard that teens would buy their pop. Along with this marketing Sprite also realized that the rap/hip-hop industry is what teens followed. In response to that Sprite started using hip-hop stars to advertise their pop. Sprite even went as far as throwing a party with some famous rappers and paid teens to come and have fun. Sprite filmed the party and broadcasted in on TV. This new "marketing plan" was successful and put Sprite back in the competitive world of beverages.

Marketing 360: Catch the Buzz

After reading chapter one of my marketing book on promotional strategy and integrated marketing communication I thought about my favorite place to shop...William Sonoma. Whenever I need a cooking or baking product I hop online and look for what I need at William Sonoma.
The reason I am a loyal customer to them is because I like the quality of their products they offer. After reading all about "Promotion" (one of the 4 P's of marketing) I realized that they utilize Buzz Appeals in the form of Word of Mouth. When I am looking for that new product that I just have to have, I go onto their website and find two or three different brands of that product.
Next I look at the "Average Customer Rating" and then read a page or two of the "Summary of Customer Ratings & Reviews". Which ever product looks the best, has the best product review and the best price is what I buy. By looking at the product's image, reviews, and price I am really looking for the best "Value."
The reason that I say they use "Word of Mouth" is because all of the "Summary of Customer Ratings & Reviews" are posted by customers that have actually bought that product and either recommend it or don't recommend it. William Sonoma is using their customers to sell their products to more customers.
Looking at my buying from a marketing stand point the promotional strategy of using customers to sell other customers is very smart and helps the company gain trust with their customers. That is my perspective and interpretation of chapter 1 applied to my life.